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FEDE,RI & co.

Brand Identity, self promotional

You know when something is perfect to the point that it looses its appeal?
I’m thinking auto tuned vocals, or a drum track perfectly on time.
The ear recognises it, they sound off, odd, fake.

We took inspiration from the Japanese concept of Wabi-Sabi, or the philosophy of accepting your imperfections (not that I have any) and making the most of life.

“Wabi” is said to be defined as “rustic simplicity” or “understated elegance” with a focus on a less-is-more mentality.
“Sabi” is translated to “taking pleasure in the imperfect.”

For me it means indulging in the endless randomness of imperfection.
It also translates in the valuing and embracing of the well-worn object, the wear and tear by use: think busted Converse, your favourite Levi’s, or Stevie Ray Vaughan’s battered Stratocaster!

Every hand-stamped business card is unique, yet the same.

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